Second Platinum Muse Award for When I Grow Up

When I Grow Up wins the top award at Muse Creative Awards in NYC, rubbing shoulders with marketing for Rolls Royce, Universal Pictures, Disney & Ikea.

Leading children through the wide range of engineering taken for granted in everyday life, ‘When I Grow Up’ aims to build an appreciation in children’s minds of how the construction industry enables …pretty much everything!

To get the desired engagement, a relatable and diverse class of characters were first developed. For each page the illustrations were hand-drawn, vectored and painstakingly hand-painted using thousands of photoshop masks, custom textures and custom designed brushes in order to give an engaging school-project feel of character - whilst still being a masterclass in controlling colour for print. The end result is 20 pages of beautiful, bright and engaging content that answers the brief at every level.

In total, When I Grow has now won four awards, winning 2x Muse Creative Awards, the Design & Print top spot at the NYX Marcom Awards and a Construction Marketing Award. We are incredibly proud of the WIGU IP, which has proved instrumental in engaging significant numbers of schoolchildren with a view to consider careers in construction. The books are freely distributed to schools throughout the UK and is proving to be an inspiring step towards combatting the growing skills shortage throughout the construction industry.

To complement the book, we have created activities for children and an animated version of the book as well as a BSL sign-language version to make it widely accessible.

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